AT&T Enters Programmatic TV, Partners with Videology

What:AT&T is about to enter the world of programmatic TV with the launch of automated, self-service private marketplace Video Inventory Platform (VIP), a data-optimized TV and video planning tool.
Why it matters: VIP is one of the first major ad products AT&T has released since its US$49 billion merger last year with DirecTV.

hb_gtkEW_400x400Carrier AT&T is about to enter the world of programmatic TV with the launch of automated, self-service private marketplace Video Inventory Platform (VIP), a data-optimized TV and video planning tool.

What we’ve heard in the marketplace is that you don’t know where your ads are going to run and there is limited access to quality ad inventory. This solves for both of these things.

The service was built in partnership with video advertising/technology platform company Videology to allow advertisers programmatically purchase linear inventory from AT&T U-verse and DirecTV.

Web-based Interface

VIP will work off a web-based interface that aims to simplify targeting and planning for TV advertisers and ad agencies. It “provides advertisers with an automated way to target and plan campaigns using AT&T AdWorks data-informed national TV ad inventory on every cable network/daypart and across 26 million households in all 210 DMAs,” according to AT&T. Targeting is determined using proprietary aggregated and anonymized data and third-party sources, the company adds.

Linear TV is often defined as the more traditional way in which viewers watch a scheduled show at a particular time and on a particular channel. AT&T's VIP will help to reach advertisers looking for new opportunities in linear TV.

AT&T, however,  is not opening up any new data segments with this launch and it doesn’t support real-time bidding.The difference relies on transparency, as well as the ability to target networks and dayparts. Something not all linear programmatic TV platforms are offering.

The product will be generally available in Q3. VIP is one of the first major ad products AT&T has released since its US$49 billion merger last year with DirecTV.

“What we’ve heard in the marketplace [regarding other “programmatic TV” offerings] is that you don’t know where your ads are going to run and there is limited access to quality ad inventory,” he says. “This solves for both of these things,”said Jason Brown, vice president of national advertising sales at AT&T AdWorks.

 

 


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